Metric Guide

Recurring Revenue


Recurring revenue is a type of income stream that comes in at regular intervals, often monthly. It’s important to understand the concept and benefits associated with recurring revenue so that you can make more informed decisions about investments within the company. Being able to analyze data related to customer retention rates (i.e., how many people are continuing their subscriptions) can help inform decisions about pricing strategies or other incentives for keeping customers happy and engaged with the company’s products/services over time. Additionally, knowing what percentage of total income comes from recurring revenues compared to one-time purchases can help inform decisions related to pricing models or product offerings overall.


Recurring revenue is defined as any income that your business receives on a regular basis from customers or clients who continually purchase products or services from you. The most common form of recurring revenue comes from subscription-based sales, but it can also come from other sources such as maintenance contracts, memberships, and more. The key to understanding recurring revenue is that it provides stability for your business since you can more accurately forecast when cash will come in. This makes budgeting, planning, and forecasting much easier than with one-off sales or irregular payments.


The primary benefit of recurring revenue is that it helps to provide financial stability and predictability to your business. As noted above, this makes planning and budgeting much easier since you know how much money to expect each month or quarter. Additionally, recurring revenue allows you to focus on long-term growth rather than short-term gains since you have a steady source of income coming in each month. Finally, having a steady stream of income allows you to reinvest in your business by investing in new products/services or marketing campaigns without fear of running out of capital before the next sale comes in.

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